Sina microblogging activity declined? The truth of the truth

Weibo since 09 on the line, after several years of rapid development, accumulated more than 500 million registered users, and from media operations, information acquisition and many other aspects of influence, change our lives. However, since this year, people continue to sing the decline of Bo, the promotion of microblogging activity has not only declined, but also dropped very strong, once brilliant popularity has long gone. So what about microblogging activity? As a loyal old user of Sina Weibo, I chose the following three angles to see the truth.

Hot events are getting hotter

The 12 Olympic Games can be said to be a microblogging users of the collective carnival, but also let us recognize the hot events for micro-blog activity has a lot of promotion and help, then this year, the active performance of hot events how? The following two representative events are selected:

1. Wang Fei's divorce

The micro-blog, which has distorted the properties of the microblog, is believed to have been witnessed or heard, and this is the microblog that Faye Wong announced her divorce with Yapeng. The tweets and comments reached an astonishing 800,000 times and 500,000 times, compared with last year's hot-spot events.

2, Feng on the headlines

"Help Feng on the headlines" is a November rise of a micro-blog activity, whether the activity is a man-made speculation factor or user spontaneous behavior, from the microblog official data and infosift public opinion monitoring results, its heat of November 13 reached more than 1.4 million, such a high level of participation, Shows that the activity of microblogs has not declined.

Through the above two hot spots, you can see the hot event, users still have a high participation enthusiasm. So why do many people think microblogging activity has declined? This may be related to this group of people who are concerned about the microblogging community: Weibo after two years of development has become more mature, the entire ecological the environment is very different from the past year or two, so let's take a look at whether microblogging activity is rising or falling through more mature microblogging circles.

Second, the vertical circle gathered popularity

In recent years, the Internet particularly popular "vertical" concept, vertical is considered as the next step in the development of Internet products, then the analogy to the microblog, there are a lot of vertical circles, they do not have a clear classification basis, but is real and concrete existence. Members of the vertical circle come together as a result of common interests, tastes and tastes, paying attention to each other and interacting frequently. The rise or fall of the interaction heat can effectively explain the current status of micro-blogging. To this end, I chose the micro-blog more representative of the four circles, from each circle selected dozens of accounts as representatives, through the public opinion monitoring collection of their 2 years per month, the average number of each tweet forward, comments and the number of praise, as the basis for analysis. (Data filtering time is January 1, 2012 to December 9, 2013)

Star Circle

I found more than 10 star Weibo account as a sample, including Wang Leehom, Jiong and other well-known stars, but also including Exo, Zhang and other popular stars, as well as this year's sound and happy boys out of the talent show star.

Can see, except this year during the Spring festival Sina Weibo robbery red envelopes caused by the commentary peak, they each micro-blog average forwarding, comments and the total number of statements are always on the rise, especially in which the number of statements, that is praised number, is soaring, never declined. This picture can fully explain that the microblogging activity in the star Circle has not declined, but is rising.

Anime Circle

Animation Circle of the crowd to the main, is a microblog circle a very typical representative. As you can see from the figure above, the average number of tweets forwarded by the anime Circle has been rising since January 2012, peaking in July this year, followed by slight fluctuations, but not a significant drop. The average number of comments has been relatively smooth, only from the beginning of this July some decline, it is noteworthy that the number of statements, that is, the number of praise has been rising, it can be said that the number of points divided the user's interactive mode, and micro-blog activity has never declined.

Satin Hand Ring

Here is a very popular micro-blog, but also very popular with users, @ Gifted small panda, etc. as the representative of the hand circle. I also selected dozens of hand scripts for the sample analysis. As you can see, the average number of tweets forwarded by the hand circle has been rising and reached its highest peak in July of this year, and the same, although the number of comments has declined, the number of statements is on the rise, so the overall activity of the hand circle has not declined.

Professional Circle

For professional account, I from the marketing circle, the It circle and so on selected a number of influential accounts as representatives of the analysis, you can see the elimination of December 2013 (only 9 days of data filtered), the forwarding number presents a very alarming growth trend, this year's activity far more than last year, the number of comments also have a significant growth. Therefore, in the professional account circle, microblogging activity is on the rise.

Through the analysis of the above four circles, we can see that this year's micro-blogging activity is significantly increased than last year, especially in the forwarding, commenting on a new type of interaction-"praise" is widely accepted by users, for the promotion of micro-blogging activity is also helpful.

Third, direct test results are clear

Microblogging users in some of the areas of the microblogging-related area of expertise often spontaneously investigate the status of Weibo activity. So they're going to post tweets that allow users who actually see Twitter to interact, often in the form of comment comments, and have recently switched to "dot-hop" for interactive testing, So look at the results of their tests together.

This is the @fenng on December 3 00:41, released a micro-blog, so that users to see a bit of praise. We can see that the points of praise, forwarding and commenting are 2,314 times, 49 times, and 151 times respectively. We know that the "dot-hop" interaction does not propagate, and that the tweet is forwarded only 49 times, so we can be sure that most of the 2,314 reviews are the interactions that users see directly after the microblog, rather than being seen through forwarding. The microblog, released 12 O'Clock Midnight, still collects 2,314 of compliments, as evidenced by the activity of Weibo users.

Through the above three points of analysis, we can get two points to the conclusion:

1, microblogging activity has not declined, but the active user structure has changed

In the past, the public and the Big V were very active, users are also concerned about them, but experienced a number of reasons that we all understand, coupled with the transfer of user interest, so that the impact of this part of the account, but also made some users based on the view of the microblogging activity declined, but the actual situation is only the direction of attention has shifted, There has been a structural change in the active population.

2, the current microblogging users more rational, focus on the field more vertical

On the other hand, Weibo users, in addition to no longer swarm to focus on some big V account, also no longer readily forward to the heart of chicken soup, small jokes, such as the proliferation of early micro-bo content, but more selective attention: there are like stars, there are like watching lively, love anime, have like to listen to the jokes, It is these more vertically subdivided circles that divert a large number of users. So the user activity is only dispersed, and does not fall, most of the circle's active degree is even on the rise.

The above analysis of so many, in fact, is to say a word: sing the decline Bo brick, the fact may be different from your imagination. Those who are in the side of the day can also be washed to sleep, micro-bo active degree has never been dropped!

Finally, by the way, the above data mainly from infosift.cn, this is a special public opinion monitoring site, in addition to Sina Weibo data, news, forums and other platform data are also available, there is a need to see.